Dove’s acclaimed Real Beauty campaign seems to be paying off the for brand, as the company had the most positive perception among moms last month, according to a new study from YouGov BrandIndex out just in time for Mother's Day.
The research firm polled about 5,000 mothers in April to better understand which of 1,250 leading brands they favored, cross-referencing this data with the preferences of all consumers polled during the same 30-day period. Three of the top 10 brands—Amazon, Google and M&Ms—proved to be universal. “Everyone likes these brands,” said Ted Marzilli, global managing director of BrandIndex.
For brands on the list, it's impossible to identify from the data exactly what made them tops for moms. It could have been a stellar marketing effort, or, as in the case of Craftsman, perhaps evidence that more moms wield the drills these days.
A big gainer in positive perception this year with moms was Facebook, although the social net didn't make it to the top 10. The reason? "There have been lots of stories about how young people are looking for alternative social networking sites because Facebook has become too general-purpose," Marzilli said.
Here are the top 10 best-perceived brands by moms:
At this point, every mom everywhere has shared something Real Beauty campaign-related on Facebook, right?
Johnson & Johnson
A slew of news stories and analysis around tax day focused on Johnson & Johnson's earnings call, with increased sales beating analysts' estimates. The CEO said new product launches were behind much of the company's growth, and many of those were in the pharma category. It's unclear how much moms are behind this growth, but it's safe to say J&J's position at No. 2 on this list is just one of the many good things happening for the brand.
Moms like chocolate, right? You may be hoping so, since you're planning to tote a Whitman's Sampler along to lunch on Sunday. Perhaps it was the April release of a super-sized M&M with three times as much chocolate that helped the brand reach the No. 3 position among favored brands.
Amazon is one of the three brands that appeals to everyone across demographics, scoring consistently high in positive brand perception, according to BrandIndex.
This is also true of Google.
Craftsman was actually No. 1 on this list last year. Considering that most couples share responsibility for more things, this helpful home brand is not such a surprising star. Although it may seem to have lost ground, Marzilli noted that a brand being anywhere in the top 10 of 1,250 brands in terms of perception is a big accomplishment.
Black & Decker
Another example of what we could call the "Craftsman effect."
New products, new ads and an epic Oscars selfie have been great for the brand.